Corporate Communications New Toolbox

Corporate Communications New Toolbox

Friday, Dec. 1, 2017

Noon-3:30 p.m. Central
Price: $445
Member Price: $345

Whether through creative writing, captivating town hall meetings or a fantastic social media presence, corporate communicators search for the best ways to help employees embrace the company culture.

Open your corporate communicator toolbox and learn prevailing best practices in conveying company culture from experts at IBM, Cengage Learning and Southwest Airlines.

Product Code: Z17VC20
Ragan Insider Members. Remember to login to secure your member price.


Noon-1:10 p.m.
Tuned in and turned on: Building a corporate voice to remember
Susanne FrameProfessional writers can spend a lifetime developing their voice, but what about corporations? Whether you've already established an in-house style or you're starting from the beginning, identifying and applying a corporate voice will help you create content that your audience will read and remember. From employee profiles and product launches to executive blogs, Susanne Frame will tell you how she's doing it at a 106-year-old company and leading the way for communications teams.

In this session, you'll learn:

  • Angles for identifying the voice that works for your organization
  • An approach to apply that voice consistently to corporate communications
  • Tactics to get executives on board with conversational writing and plain language
  • How to add more style and personality to everything you write, from big feature articles to microcontent such as error messages, email subject lines and tweets
  • Strategies for ensuring that corporate priorities are delivered in a way that bolsters employee engagement
Susanne Frame is a content strategist at IBM Interactive Experience. @frame_nation

1:10-2:20 p.m.
Real-time responses
Adam HernandezIf you've followed the news this year, you've probably seen a story about an airline—and it probably hasn't been positive. More than ever, especially in the airline industry, the need for a real-time social media strategy is crucial. Whether it's responding to a crisis or a viral video, or finding opportunities to engage with customers in the moment, Adam will show you how to develop and execute a real-time response strategy on social media.

Key highlights:

  • Preparedness: How to prepare a framework for responding to a crisis
  • Listening: How to identify and anticipate crises as they arise
  • Communication: How to get all major stakeholders in the same conversation
  • Unification: How to ensure your crisis response is consistent across all channels
  • Resolution: What to do when the dust settles, and how to know when it has done so
Adam Hernandez represents the "LUV Airline" as a specialist on the social business team, working on social media and digital strategies for Southwest Airlines.

2:20-3:30 p.m.
Create amazing town hall meetings:
Practical, cost-effective ways to reinvent your next employee event

Alison PaseA boring town hall is a missed opportunity to communicate vital business strategies to on-the-ground teams who have great questions and feedback (if they're still awake).

Make your town hall the must-attend employee event. You can even beat your holiday party!

Join Alison Pase, VP for internal communications at global education and technology powerhouse Cengage, to explore practical, cost-effective ways to reinvent the content, format and measurement of your next town hall.

You will also learn:

  • How make your meeting a comfortable, collaborative place for employees to share ideas
  • Why the room configuration must match the message—and what that might cost
  • How to increase message retention: methods to capture the attention of employees
  • Tips for measuring and proving the meeting's effectiveness for your top execs
Alison Pase is vice president of internal communications for Cengage Learning.